#1 Workflows Integration

Business processes and workflows must be integrated across your organization to ensure consistent and aligned customer experiences. The integration doesn't just mean marketing feeds into sales or fulfilment feeds into customer service. The goal of the workflow is not to figure out how your employees work together but to determine how each employee contributes to the customer experience. Focus on the net promoter score and how you determine, understand, and fulfil your customer's needs. In growing your business, it is much easier to identify where gaps and friction exist if you optimize your processes around your customers.

#2 Data-driven Decisions

It is difficult for a growing company to determine where to invest in staffing, processes, and technology. Focusing on one aspect (such as sales staff) without considering others (like customer service) can cause bottlenecks, frustrated employees, and poor customer service. Achieving alignment between business processes, operational metrics, and performance measures will give valuable insights to your company. As a result, you'll be able to identify overcapacity and constrained areas and measure the impact of changes on the goal of aligning customer experiences. Evaluating your company's processes holistically will help you gain management insights to aid decision-making. To provide a seamless customer experience, it makes sense to have a thorough process within your organization. Keeping track of performance metrics for marketing, sales, and customer service functions is a good idea because each plays a specific role in meeting customer needs and product delivery.

#3 Customer Experience Alignment

Customers aren't concerned about your company's internal processes and challenges. It's about their problems, like their needs, challenges, and opportunities, that your products, services, and employees can solve. Fragmented customer experiences due to process issues, incompatible products, and inexperienced employees can diminish the overall perception of your company's services. To create aligned customer experiences, you need to understand that the customer sees your company as one entity, not as a collection of individuals. All customer touchpoints should contribute to a cohesive experience. Present yourself as a unified entity that identifies, understands, and meets their needs through the information you share, how you offer your products and the image you portray.

Final Thoughts

Alignment is about working together to achieve goals.

Integrating business processes, creating unified experiences, and sharing data all align your marketing, sales, and support processes. Technology can help you organize tasks across teams and unify your customer experience data. Make sure your sales, marketing, and support team know your customer's needs, business environment, past engagements, and sentiment so they can fulfil them and identify new unmet needs the company could address. Using technology, employees can access this information, allowing them to share new insights with customers.

DSM Suite 2.0 enables you to develop a foundation of alignment between sales, marketing and customer support early on. With integrations between your e-store, ERP, and CRM, you can capture, organize, share, and distill information into actionable insights to help your company scale and grow. Please contact us at sales@zooloo.asia.

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